Problem
On Australian roads, drivers often make a split-second decision to swerve for wildlife. This instinct leads to serious crashes and leaves families without the people they love most.

Insight
In that moment, it feels like saving a life. But the truth is, the animal you swerved for goes on living with their family, while yours is left without you.

Idea
By showing wildlife alive and replacing people in their families, AMMI highlights the real cost of that split-second decision. Across film, print, and digital, the message is clear: Don’t swerve for wildlife, Stay theirs.